Item description for Brands & Desires by Bernd Kreutz...
Brands identify products and services. Yet a brand is much more than a "brand name" or a "brand logo" on a "brand-name product." Brands reflect individual and collective desires that go far beyond a product's utilitarian benefit. Brands are found in every business and in every market. The sense of fascination they evoke is the key to the success of such brands. Brands & Desires presents 25 vivid examples of the link between brands and desires, beginning with The Rolling Stones (desire: coolness), and continuing on to include Apple computers (religion), De Beers diamonds (fidelity), Ikea furnishings (growing up), Freitag bags (individuality), Marlborough cigarettes (freedom), Benetton clothing (justice), Red Bull softdrink (action), and Greenpeace (resistance).
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Est. Packaging Dimensions: Length: 9.44" Width: 7.18" Height: 0.49" Weight: 0.99 lbs.
Release Date Feb 2, 2004
Publisher Hatje Cantz Publishers
ISBN 3775791582 ISBN13 9783775791588